Sales + Marketing Alignment: Breaking Down Silos for Success

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Cleveland HubSpot User Group

DiaDalsky@DiaDalsky

SamBrenner@SamJBrenner

consultant, PR 20/20business development lead

senior consultant, PR 20/20leader, Cleveland HUG

SteveZavaski@SZavaski

senior account executive, HubSpot

Special HubSpot Guest

• Based Out Of Boston

• Direct Sales – Cleveland, Columbus, & Toronto

• HubSpot Updates

• Sales + Marketing Alignment

• Discussion + Q&A

• 3 Takeaways

• Networking

Agenda

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• 30-Day Free Enterprise Trial

• Sitemaps + Advanced Menus

• Blog Post Analysis Dashboard

• CRM Permissions

• Property Settings Page Redesign

• Salesforce Integration Updates

• COS Site Pages + Campaigns

• Sales Platform Updates

• INBOUND Tickets — ClevelandHUG15 Code $50 discount

HubSpot Updates

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What’s new in the HubSpot community?

March 2015 Updates| April 2015 Updates

Sales + Marketing Alignment: Breaking Down Silos for Success

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Zero Moment of Truth

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Source:Chiefmartech.com

thecustomerjourneydoesnotfollowalinearpathdefinedbymarketers

@paulroetzer www.pr2020.com#CLEHUG

Convergence of Sales, Marketing + Customer Service

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How do we align sales and marketing?

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Create a seamless experience + delight

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How do we achieve Smarketing?

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• Create the narrative.

• Align strategies.

• Clearly communicate goals and KPIs.

• Maintain consistent collaboration and communication.

• Rely on data.

Sales and Marketing with HubSpot

How to Unify

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Unite Your Sales & Marketing

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• Weekly meeting to review goals and current lead volume & quality

• What types of collateral make a lead good or bad?

• What questions on forms are good barometers?

• Expectations for lead follow-up by Sales

• Top reasons a lead doesn’t close?

• What can Marketing do better to help Sales?

• Service Level Agreements

Service Level Agreement (SLA)

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A Formal commitment between Sales & Marketing to meet shared goals for revenue growth. It’s a two-way process.

Service Level Agreement (SLA)

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Marketing

Commits to delivering a certain quantity and quality of leads to help the sales team meet its quota.

Service Level Agreement (SLA)

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Sales

Commits to follow up on those leads in a timely manner, and to make a specific number of contact attempts before

abandoning the lead.

Marketing Qualified Leads (MQL’s)

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• Handoff point between marketing and sales• Every company’s definition of an MQL will vary• A good fit for your company

Examples:

• Downloaded a buyers’ guide• Downloaded a product spec sheet• Lead score over…

Sales Qualified Leads (SQL’s)

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• Leads Sales has accepted from Marketing• Every company’s definition of an SQL will vary• Ready to talk to a salesperson.

Examples:

• Requested a demo• Requested a consultation• Lead score over…

Lead Intelligence

Lead Revisit Notifications

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Prospects - Why It’s Awesome

Every day, 98% of your site visitors end up leaving without converting into a lead.

• Who are these prospects?

• What originally attracted them to your site?• Acquire critical information about what content is bringing companies in. • For marketers, this means knowing what content attracts the best types of prospects. • For sales, this means knowing more about a company before making a call.

Lead Scoring

Marketing Automation - Workflows

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HubSpot CRM

HubSpot Sidekick

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The Complete Guide to Unifying Your Sales + Marketing Efforts

Free Ebook Download: http://offers.hubspot.com/unifying-sales-and-marketing

Sales + Marketing Alignment: Q&A

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Sales + Marketing Alignment: Key Takeaways

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The customer journey has changed…so should your approach to marketing and sales alignment.

Takeaway #1:

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Consistent communication and collaboration is crucial to sales and marketing success

Takeaway #2:

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Marketing automation tech will help unify your sales and marketing activities

Takeaway #3: